Mudra Delhi nets 4 Jaypee brands; ac size Rs 40-50 cr

Mudra Delhi will handle the creative duties of Jaypee Group’s cement business for South India, edible oil, power and Formula One.

e4m by Preeti Hoon
Updated: Feb 18, 2011 7:09 AM
Mudra Delhi nets 4 Jaypee brands; ac size Rs 40-50 cr

Jaypee Group, the infrastructural conglomerate in India, is on an expansion spree and has roped in Mudra Delhi as its creative agency on board. The agency will now handle the creative duties of the real estate group’s cement business for South India, edible oil, power and Formula One. Sources close to the development have informed exchange4media that the consolidated account size is in the region of Rs 40-50 crore.

Speaking exclusively to exchange4media, Shiva Dixit, Executive Vice President, Jaypee Group, shared the group’s marketing and promotional plans ahead, and said, “Since we were entering into South India with our cement business, we were looking to engage a new agency.”

Dixit also divulged that there was no pitch called for these businesses. On choosing Mudra as its creative partner, he said, “Mudra is a great agency and they have a lot of good advertising and creative contribution to their credit. So, we just thought of going along with them.”

Discussing the marketing plans, he added, “We have identified new businesses and we will be marketing those in the next two months. We would be doing a launch campaign through the outdoor, print, TV advertising in the next couple of months for the edible oil division.”

The marketing office for the edible oil business will be based out of Allahabad while the corporate office will be situated in New Delhi.

On plans to promote the power business, Dixit said, “We will be carrying out campaigns showcasing our projects and the recently commissioned ones too, and this would happen in another month or so.”

While for Formula One racing event in India, the company plans to start advertising close to the event dateline, that is, October 30, 2011. “Mudra is basically working on the creatives and elements of that race and we would take a bit longer to come out with this work,” he added.

The race will take place at Jaypee Group Circuit in Greater Noida, about 50 km from New Delhi.

Ajay Naqvi, Executive Vice-President and Head, Mudra North and East, said, “We have kept it simple at Mudra Delhi. In the last eight months, we got the best people, got battle ready and the results are just about starting to show. We are extremely excited with this mandate. We were persistent and I think our passion, thinking and work all got acknowledged and appreciated. We hope to do justice to this responsibility. I must specifically mention Vandana Katoch, Creative Director and Gopal Krishnan, Vice President, who have ably led this business and I am confident will continue to do so.”

Jaypee officials also mentioned that all the four businesses mentioned above had been progressing on different timelines and Mudra had started work on the projects one after the other. For the record, Jaypee Group’s other agency on board is Contract.


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